NewGen Men, the Topman-sponsored initiative that gives financial support to young menswear designers, is back for January's London Collections: Men. They will be taking 10 designers – the most since the venture was launched in 2009 – into their stable. Here is our cut-out-and-keep guide for each of them.

Agi & Sam

Universally adored in fashion, duo Agi Mdumulla and Sam Cotton launched their label in 2010. Three years and a Topman collaboration later, they have become known for a playful approach to design with lots of prints and kooky references – anything from owls to George Best.

Astrid Andersen

A bit like a young Raf Simons, Andersen takes sportswear staples and messes with them to make high fashion. Since starting her label at Fashion East for autumn/winter 2011, she has done that through supersizing and using hot-pink mesh. Not one for the office, perhaps, but exciting nonetheless.

Common

Just a year old, Common is the work of Saif Bakir and Emma Hedlund, two designers based in Malmö, Sweden. This is their first time out with NewGen Men sponsorship, and the prospect of a presentation is intriguing. Their autumn collection, now in-store, is inspired by logo mania but couldn't be more pared down. It's no-brainer dressing for most men now.

Diego Vanassibara

Diego Vanassibara, Lee Roach and Kit Neale. Photograph: Jesper Berg

The one shoemaker in the NewGen 10, Brazilian Vanassibara uses traditional British shapes – loafers, brogues – but the resulting designs are anything but stuffy, such as brogues made from aged leather for a sort of sepia affect. It is this combination that makes him one to watch – these are statement, but not scary, shoes.

Kit Neale

An alum of Fashion East, Kit Neale is all about a pop look. For a presentation for autumn, he recreated a greasy spoon and made pineapple-printed uniforms for staff at Tutti Frutti, the Bompas & Parr takeover at Kew Gardens this summer. Expect January's collection – his first with Newgen Men sponsorship – to be just as fun-filled.

Lee Roach

One of the first stars of London Collections: Men, Roach has said his signatures are "reduction and repetition". In practice, that means a clean, tailored look that stylish men can depend on. The collection in-store now is monochrome and rock'n'roll, while spring moves to military.

Martine Rose

Nasir Mazhar, Agi & Sam and Martine Rose. Photograph: Jesper Berg

Launching her label in 2007, Rose started out specialising in shirts. Six years on, she has quietly become one of the most interesting London-based menswear designers. Experimentation is her calling card. Volume was up for autumn, while spring was a presentation with a boy in a blond wig in a makeshift living room. You never know what you'll get.

Matthew Miller

A graduate of young talent initiative MAN, Miller likes sportswear details mixed with a bit of rock'n'roll – think of an amalgam of Kim Jones and Hedi Slimane and he's about there. A well-cut mac in a crease-free fabric and a pair of bovver boots is a typical Miller look. It is edgy but also made from IRL staples – and as such, he'll go far.

Nasir Mazhar

The sole milliner here, Mazhar is an interesting presence on the London fashion scene. Over the past few years, his installations have starred grime artists, featured a mock-up of a barber's shop and included impromptu gigs. From dancehall to drag queens, his designs draw inspiration from street culture, with the baseball cap a key style.

Shaun Samson

An overachiever and proud of it, Shaun Samson worked for Jeremy Scott while studying for a fashion degree in his native California. He then studied at Central Saint Martins and launched his label in London two years ago. His collections are a mix of Americana – chinos, boxing kits – and something a little bit odd, such as silver boxer shorts.